JoLi
JoLi is a fashion brand founded by two sisters Josiane (Jo) and Libérale (Li). 2021 was an important milestone in the brand's growth: the opening of their first showroom, after a year of inactivity due to the Covid-19 crisis.
- Brand Strategy
- Brand Identity
- Social Media Strategy
- Photography & video
The Shape
Josiane and Libérale are literally pioneers in the world of personal shopping and fashion in Benin. They have a strong community of fashion addicts who follow them on social media and off line and “want to dress like them”.
The Process
We started with an exhaustive analysis of the personal shopping and tailor-made industry in French-speaking Africa. We interviewed potential customers, conducted online surveys and held strategy meetings.
This allowed us to develop: the brand’s architecture, its positioning, its personality and its expansion strategy.
Brand Strategy
For JoLi, we started by developing a niche that the two sisters established in Benin Republic (custom-made on demand with perfect finishes). We adapted this niche to the ready-to-wear industry rules.
We then developed JoLi Home, and JoLi for U, brand extensions to make JoLi a cohesive and lucrative umbrella brand.
We planned and executed the launch strategy for Loft JoLi (the brand's showroom) and the “Une femme comme Elles” collection which marked their return to business.
The launch of Loft JoLi was a big event and generated more than 10,000 impressions on social media. The “Une femme comme Elles” collection was sold out on the evening of the launch.
Brand Identity
JoLi's visual identity is inspired by a drawing created by the two sisters. It is minimalistic enough to be understood at first glance and symbolises the two sisters infinite bond. We made sure to transpose this character into each brand’s attribute.
Social media strategy
Social media, particularly Facebook and Instagram are a major touchpoint when it comes to JoLi’s success story. Over time, they have built a community of more than 11,000 followers.
For 1 month, we monitored the transition and laid the foundations for the brand’s new direction.
We also designed some elements of the user experience to make the in-store shopping experience seamless and dynamic.
Photography & video
Through a carefully planned photoshoot, we made sure to capture the brand’s essence.
Each photo tells the story of the brand in order to make JoLi more appealing to its target audience.
Thank you MC&Co for such a successful collaboration. Trust them to help you succeed with your project. They are professional and provide support and follow-up at every stage. Well done!
The MC&Co team is dynamic and professional. The service entrusted was carried out properly. Congratulations and cheers to many more.
Other Work
